Close
  • Latest News
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
Read Down
Sign in
Close
Welcome!Log into your account
Forgot your password?
Read Down
Password recovery
Recover your password
Close
Search
Logo
Logo
  • Latest News
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
More
    Home Applications
    • Applications

    Extending CRM Features to Private-Label Credit Cards

    By
    Dan Berthiaume
    -
    April 11, 2008
    Share
    Facebook
    Twitter
    Linkedin

      CRM software maker Loyalty Lab and credit card company HSBC Card Services are partnering to offer the capabilities of Loyalty Lab’s rewards engine to HSBC clients. The companies announced the alliance April 7.

      “We have been working together to offer direct customer interaction for the typical point-based or rebate-based loyalty product,” said Michael Greenberg, president of Loyalty Lab.

      Greenberg said Loyalty Lab provides technical capabilities such as a rewards platform, point accrual, issuing rebates and promotional offers, e-mail messaging, and data extraction and analysis.

      “The key element is that we have built our product to be line item-oriented, down to the individual SKU,” he said. “Most of the credit card world thinks at the transaction level. We support purchases and returns at the line item level.”

      As a result, Greenberg said, Loyalty Lab can help retailers understand what consumers purchase with private-label or co-branded credit cards. He said the company has built a set of applications that allow rules-based promotions that can be set to accelerate earnings at certain times, such as by offering double loyalty points on certain days of the week.

      Click here to read about a combination payment and loyalty card from Pathmark.

      Because Loyalty Lab bases its technology on an SAAS (software as a service) architecture, Greenberg said HSBC’s clients will have the flexibility to adapt loyalty programs without rebuilding any applications.

      “Business rules are provided through configurations or client-facing applications,” he said. “Marketers have more direct control over the rules and messaging built around loyalty programs. A lot of what we do is about data integration and normalization.”

      By expanding the marketing features of their private-label and co-branded credit cards, Greenberg said retailers can go beyond the limits of the traditional points-based loyalty program.

      “You can turn it into an engagement program with customer messaging and interacting,” he said. “You can create relevant communications that take you on the pathway beyond loyalty to true CRM [customer relationship management].”

      Scott Loftesness, an analyst with payments research firm Glenbrook Partners, said as one of the three major players in the U.S. private-label credit card market-along with General Electric’s GE Money and Citigroup’s Citibank-it’s logical for HSBC to want to add loyalty capabilities to its offering. He said the alliance should also provide a competitive advantage to Loyalty Lab.

      “There is a tendency in the mind-set of a retailer who has done a private-label credit card deal to look to their partner to handle other aspects of the program,” Loftesness said. “This would give Loyalty Lab a leg up in that situation.”

      Dan Berthiaume covers the retail space for eWEEK. For more industry news, check out eWEEK.com’s Retail Site.

      Dan Berthiaume

      MOST POPULAR ARTICLES

      Cybersecurity

      Visa’s Michael Jabbara on Cybersecurity and Digital...

      James Maguire - May 17, 2022 0
      I spoke with Michael Jabbara, VP and Global Head of Fraud Services at Visa, about the cybersecurity technology used to ensure the safe transfer...
      Read more
      Big Data and Analytics

      Alteryx’s Suresh Vittal on the Democratization of...

      James Maguire - May 31, 2022 0
      I spoke with Suresh Vittal, Chief Product Officer at Alteryx, about the industry mega-shift toward making data analytics tools accessible to a company’s complete...
      Read more
      Big Data and Analytics

      GoodData CEO Roman Stanek on Business Intelligence...

      James Maguire - May 4, 2022 0
      I spoke with Roman Stanek, CEO of GoodData, about business intelligence, data as a service, and the frustration that many executives have with data...
      Read more
      Applications

      Cisco’s Thimaya Subaiya on Customer Experience in...

      James Maguire - May 10, 2022 0
      I spoke with Thimaya Subaiya, SVP and GM of Global Customer Experience at Cisco, about the factors that create good customer experience – and...
      Read more
      Cloud

      Yotascale CEO Asim Razzaq on Controlling Multicloud...

      James Maguire - May 5, 2022 0
      Asim Razzaq, CEO of Yotascale, provides guidance on understanding—and containing—the complex cost structure of multicloud computing. Among the topics we covered:  As you survey the...
      Read more
      Logo

      eWeek has the latest technology news and analysis, buying guides, and product reviews for IT professionals and technology buyers. The site’s focus is on innovative solutions and covering in-depth technical content. eWeek stays on the cutting edge of technology news and IT trends through interviews and expert analysis. Gain insight from top innovators and thought leaders in the fields of IT, business, enterprise software, startups, and more.

      Facebook
      Linkedin
      RSS
      Twitter
      Youtube

      Advertisers

      Advertise with TechnologyAdvice on eWeek and our other IT-focused platforms.

      Advertise with Us

      Menu

      • About eWeek
      • Subscribe to our Newsletter
      • Latest News

      Our Brands

      • Privacy Policy
      • Terms
      • About
      • Contact
      • Advertise
      • Sitemap
      • California – Do Not Sell My Information

      Property of TechnologyAdvice.
      © 2021 TechnologyAdvice. All Rights Reserved

      Advertiser Disclosure: Some of the products that appear on this site are from companies from which TechnologyAdvice receives compensation. This compensation may impact how and where products appear on this site including, for example, the order in which they appear. TechnologyAdvice does not include all companies or all types of products available in the marketplace.

      ×